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This paper explores the digital landscape shaped by tech giants Google, Meta (formerly Facebook), and TikTok, emphasizing their influence on information sharing, communication, and entertainment. A case study on Luxury Anis Srl, an e-commerce company, illustrates its strategic use of Google Ads, Meta Ads, and TikTok Ads from 2021 to 2023. The study delves into campaign types and their evolution, focusing on the pivotal Performance Max campaign. Key performance metrics, including Click-Through Rate (CTR), Conversion Rate, Cost Per Click (CPC), and Return on Investment (ROI), are analyzed. The study concludes with insights for future campaigns, emphasizing the importance of continual evaluation, adaptation, and strategic planning in the ever-evolving realm of digital advertising. The Luxury Anis case study showcases the significance of adeptly utilizing specific tools and understanding market dynamics for successful outcomes in digital advertising. [ABSTRACT FROM AUTHOR]

The impact of the Internet and E-Commerce on traditional forms of retailing has been enormously observed and discussed. The concept of E- Retailing is not restricted to the young generation only but in this modern era almost one and all is acknowledging it and directly or indirectly deals with it. Without doubt, the existing ways of operating and the associated cost structures within retailing will be reassessed under the onslaught of new technology and new retail structures. This paper is an attempt by the researchers to discuss the challenges and to find out further opportunities in the field of E-Retailing in India. It reviews the situation as well as the introduction of new strengthens. This research is micro and descriptive in nature; the data collection is secondary in character. The data has been gathered from various secondary sources such as research journals, articles, news papers, magazines and E- Resources as well. Three conclusions are drawn. First, the largest retailers are now pursuing Internet-enabled advantages and cost reductions in operations, which could translate to enhanced competitive position in process, structure and relationship terms. Secondly, consumer reactions to the new real and virtual offers will be fundamental to their success and failure, but as yet consumer reactions are not fully understood. Thirdly, existing retail floor space will need enhancement in quality and presentation if it is to continue to provide retail functions. [ABSTRACT FROM AUTHOR]

Using an administrative payroll data set for 2.6 million retail workers, we find that the staggered rollout of a major e-commerce firm's fulfillment centers reduces traditional retail workers' income in geographically proximate counties by 2.4%. Wages of hourly workers, especially part-time hourly workers, decrease significantly driven by a drop in the number of hours worked. We observe a U-shaped pattern in which both young and old workers experience a sharper decrease in wage income. Consequently, some workers experience an increase in credit card delinquency. Using data for 3.2 million stores, we find that sales (employment) at proximate stores decrease by 4% (2.1%). Exits, especially of young and small stores, increase, and entry decreases. Our results highlight how creative destruction led by e-commerce impacts local labor markets. This paper was accepted by Anindya Ghose, information systems. Funding: The authors gratefully acknowledge funding support from the Kauffman Foundation Junior Faculty Fellowship. Supplemental Material: The online appendix and data are available at https://doi.org/10.1287/mnsc.2023.4795. [ABSTRACT FROM AUTHOR]